{"id":237202,"date":"2026-07-28T09:46:02","date_gmt":"2026-07-28T07:46:02","guid":{"rendered":"https:\/\/www.packagingpremiere.it\/?p=237202"},"modified":"2026-07-28T09:46:02","modified_gmt":"2026-07-28T07:46:02","slug":"luxury-and-ppwr-the-italian-institute-of-packaging-sets-the-guidelines-for-a-e17-billion-industry","status":"publish","type":"post","link":"https:\/\/www.packagingpremiere.it\/en\/uncategorized\/luxury-and-ppwr-the-italian-institute-of-packaging-sets-the-guidelines-for-a-e17-billion-industry\/","title":{"rendered":"Luxury and PPWR: the Italian Institute of Packaging sets the guidelines for a \u20ac17 billion industry"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"237202\" class=\"elementor elementor-237202 elementor-237201\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35694cc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"35694cc\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c7069f\" data-id=\"8c7069f\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61b907b elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"61b907b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Luxury and PPWR: the Italian Institute of Packaging sets the guidelines for a \u20ac17 billion industry<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9b04e1b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"9b04e1b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b9d35cd\" data-id=\"b9d35cd\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d218a3e elementor-widget elementor-widget-post-info\" data-id=\"d218a3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-24b06d9 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.packagingpremiere.it\/en\/2026\/07\/28\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>July 28, 2026<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23b47b3 elementor-widget elementor-widget-text-editor\" data-id=\"23b47b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The global luxury packaging market is now worth \u20ac17.2 billion, with Italy accounting for around 8% of the sector, equivalent to \u20ac1.4 billion and growing at a faster pace than the packaging industry as a whole. Yet the sector is now facing a question that can no longer be postponed: how can it comply with the new European regulation on packaging (PPWR) without sacrificing the very elements that define luxury \u2013 weight, materials, finishes and the sensory experience \u2013 without which a product simply ceases to be perceived as premium? This was the central theme of the guidelines developed by the Luxury Packaging Commission of the Italian Institute of Packaging, presented at Packaging Premi\u00e8re Milan 2026.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a69d4d8 elementor-widget elementor-widget-image\" data-id=\"a69d4d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg\" class=\"attachment-large size-large wp-image-237205\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e78f6f elementor-widget elementor-widget-text-editor\" data-id=\"6e78f6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>A sector outperforming the market, driven by fashion<\/strong><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79b1cbf elementor-widget elementor-widget-text-editor\" data-id=\"79b1cbf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The figures presented by Barbara Iascone, Head of Research at the Italian Institute of Packaging, confirm the sector&#8217;s economic importance. Of the 17.6 million tons of packaging produced in Italy in 2025, nearly 209,000 tons are destined for the luxury segment \u2013 just over 1% of total volume yet representing a disproportionately higher economic value. Demand is driven primarily by the fashion industry, where 70% of the sector&#8217;s turnover in Italy comes from high-end products, followed by cosmetics and perfumery (16%) and premium beverages (25%). From a materials perspective, luxury packaging is distinguished by heavier glass, high-grammage paper and board and the extensive use of textiles and specialty metals that are rarely found in conventional packaging. These characteristics now come into direct conflict with the PPWR&#8217;s objectives of reducing packaging weight and optimising material use.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58f7d48 elementor-widget elementor-widget-image\" data-id=\"58f7d48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"442\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Foto-dati.png\" class=\"attachment-large size-large wp-image-237209\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Foto-dati.png 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Foto-dati-300x166.png 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Foto-dati-768x424.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94445de elementor-widget elementor-widget-text-editor\" data-id=\"94445de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5>The pillars for staying ahead of regulation<\/h5>\n<p>&nbsp;<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8b5520 elementor-widget elementor-widget-text-editor\" data-id=\"d8b5520\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"qMYqUG_convSearchResultHighlightRoot\">\n<div class=\"relative w-full overflow-visible\">\n<section class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-WEB:c1fd66f7-5802-4b80-ab17-26ddf6e07d01-8\" data-turn-id-container=\"request-WEB:c1fd66f7-5802-4b80-ab17-26ddf6e07d01-8\" data-testid=\"conversation-turn-18\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" tabindex=\"0\" data-message-author-role=\"assistant\" data-message-id=\"898d9ea4-1361-409c-9140-ef75df2fbe4a\" data-message-model-slug=\"gpt-5-5\" data-turn-start-message=\"true\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert wrap-break-word w-full light markdown-new-styling\">\n<p>The guidelines, coordinated by Marco Scatto, Coordinator of the Luxury Packaging Commission, are built around a set of interconnected principles: sustainability as a new expression of excellence rather than a compromise; design and technological innovation; full compliance with the PPWR requirements, from design for recycling to the use of recycled and bio-based materials; structured collaboration across the entire value chain; and the integration of circular economy principles from the earliest design stages, rather than as an afterthought. Developed with contributions from brand owners, converters, raw material suppliers and technology providers, the document goes beyond interpreting the regulation. It proposes a multi-stakeholder working methodology based on the diversity of participants, the recognition of different interests, the interdependence of the value chain and continuous collaboration throughout every stage of the project.<\/p>\n<\/div>\n<p><\/div>\n<p><\/div>\n<p><\/div>\n<p><\/div>\n<p><\/div>\n<p><\/section>\n<\/div>\n<p><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e8ad0d8 elementor-widget elementor-widget-text-editor\" data-id=\"e8ad0d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>Packaging <em>for<\/em> luxury, not luxury packaging\u00a0<\/strong><\/h5>\n<p>&nbsp;<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8cb25a1 elementor-widget elementor-widget-text-editor\" data-id=\"8cb25a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>From a brand perspective, Luca Amato, Head of Packaging Innovation and Quality at Dolce&amp;Gabbana Beauty, began with an important distinction: speaking of packaging <em>for<\/em> luxury, rather than <em>luxury packaging<\/em>, acknowledges that packaging is not a separate element from the product, but an integral part of the experience through which consumers engage with the brand. Weight, materials, finishes and tactile sensations all contribute directly to the perception of quality. According to Amato, this is precisely where the industry&#8217;s greatest challenge lies: many of these defining characteristics are now in tension with the PPWR&#8217;s objectives of reducing packaging weight and optimising material use. The companies that succeed are those capable of preserving perceived value while embracing sustainability rather than resisting it. Amato also broadened the discussion to include corporate reputation, now one of the luxury industry&#8217;s most valuable assets. Engaging stakeholders is no longer limited to consumers \u2013 it also involves employees, investors and suppliers, in a context where ESG expectations are increasingly influencing business competitiveness. For this reason, he argued, the entire supply chain must work towards shared standards and common objectives. Events that bring together brands, suppliers, converters and material manufacturers are therefore becoming an increasingly important part of the innovation process.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fee774f elementor-widget elementor-widget-image\" data-id=\"fee774f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_099.jpg\" class=\"attachment-large size-large wp-image-237212\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_099.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_099-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_099-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc351f0 elementor-widget elementor-widget-text-editor\" data-id=\"dc351f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>From a commercial relationship to an industrial parternship<\/strong><\/h5>\n<p>&nbsp;<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30aabe0 elementor-widget elementor-widget-text-editor\" data-id=\"30aabe0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>According to Roberto Della Rupe, Founder and CEO of Luce, the most profound transformation concerns the relationship between brands and suppliers. The shared responsibility introduced by the new regulations makes the traditional client\u2013supplier model no longer sufficient, driving the industry towards genuine industrial partnerships in which converters must understand the regulatory framework just as thoroughly as the technical specifications. Over the past decade, he observed, the sector has undergone a greater transformation than it had in the previous forty years, overcoming the long-held belief that sustainability and perceived quality were inherently incompatible. The speakers concluded with a shared message: in the years ahead, innovation and end-of-life management will become the industry&#8217;s key priorities. Rather than viewing regulation as a constraint to be endured, the luxury packaging sector has an opportunity to redefine what excellence truly means.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-980c92a elementor-align-justify elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-dynamic-button\" data-id=\"980c92a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/register.visitcloud.com\/survey\/1mmj76cco8jmb\/start?translation=2osctdwd2hreg\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-sm elementor-animation-grow\" role=\"button\">\n                        <span 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data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg\" class=\"attachment-full size-full wp-image-237205\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a044569 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"a044569\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg\" class=\"attachment-large size-large wp-image-237205\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_097-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96d9233 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-text-editor\" data-id=\"96d9233\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3afd38 elementor-widget elementor-widget-spacer\" data-id=\"f3afd38\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23c76e8 elementor-widget elementor-widget-heading\" data-id=\"23c76e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The latest news from Packaging Premi\u00e8re<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebc895c elementor-align-justify elementor-widget elementor-widget-dynamic-button\" data-id=\"ebc895c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/www.packagingpremiere.it\/it\/iscriviti-alla-newsletter\/\" class=\"elementor-button-link elementor-button elementor-size-sm elementor-animation-grow\" role=\"button\">\n                        <span class=\"elementor-button-content-wrapper\">\n\t\t\t                <span class=\"elementor-button-icon elementor-align-icon-right\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n            \t\t\t<span class=\"elementor-button-text\">Iscriviti alla newsletter<\/span>\n\t\t<\/span>\n                    <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0bdcb8b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0bdcb8b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4946b40\" data-id=\"4946b40\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3e68e9b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3e68e9b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-50f9e7f\" data-id=\"50f9e7f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For the 2026 edition of Packaging Premi\u00e8re Milan, the dialogue between creativity, material innovation and sensory experience evolves into a new immersive dimension through scent<\/p>\n","protected":false},"author":1689,"featured_media":237205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Luxury and PPWR","_seopress_titles_desc":"The Italian Institute of Packaging sets the guidelines for a \u20ac17 billion industry.\r\nLuxury packaging is being called to reinvent itself in light of the PPWR, turning regulatory constraints into opportunities for innovation. A conversation that places sustainability, collaboration, and shared design at the heart of preserving brand identity and value.","_seopress_robots_index":"","footnotes":""},"categories":[350,2],"tags":[],"edition":[],"class_list":["post-237202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-news-en","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237202","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/users\/1689"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/comments?post=237202"}],"version-history":[{"count":5,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237202\/revisions"}],"predecessor-version":[{"id":237226,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237202\/revisions\/237226"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media\/237205"}],"wp:attachment":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media?parent=237202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/categories?post=237202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/tags?post=237202"},{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/edition?post=237202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}